Why Facebook is forcing a Facebook.com email on you.

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No one seems to want the Facebook inbox to be their main email account. Facebook is trying to change that with a new little nudge. On your profile page, Facebook has taken the liberty of making your Facebook email your default contact address. Whether you opted for one or not, you do have a Facebook email address. If you have created a Facebook vanity url(such as “http://www.facebook.com/startechnicalservices“) then your FB email address is that phrase at the end plus @Facebook.com. If you haven’t customized your Facebook url, then your email address consists of the random number Facebook has assigned to your profile — which makes for a pretty lame email account.

This is another in a long line of ‘nudges’ Facebook gives users to try to get them to spend more time on the site, and to make it users’ sole destination when they go online. Facebook would love to be the all-inclusive resort of the Web, But this change is more a shove than a nudge, potentially circumventing emails you’d like to go elsewhere. Many others however feel that Facebook took a brilliant step in the right direction by making the visible email on a person’s profile @facebook.com by default.

In my view the change is brilliant because it is good for the users, the marketers, and Facebook.  I focus on value and this change is good for potential Facebook investors.

There have been a lot of privacy concerns related to Facebook.  The fact that now by default a user’s private email is not visible on the profile is a step in the right direction.

There have been serious concerns about marketers and app developers collecting user information including their private email addresses.  By hiding a user’s private email and assigning a Facebook address, Facebook is opening up the way for more freedom for marketers and app developers.

It is no secret that the Facebook IPO has been a fiasco.  The only real way for Facebook to gain investor confidence again is to produce solid profit and revenue growth numbers.  Anything that allows marketers and app developers more freedom should lead to greater creativity and ultimately to greater profitability for Facebook.

When Facebook email was first introduced, some dubbed it as Google (GOOG) GMail killer; however Facebook email turned out to be a lemon.  Now Facebook is making delicious lemonade out of the lemon.

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Dave